The company has said that their business interests expand over Direct To Home services.
Tata Sky – DTH and Pay TV platform provider – has changed its name to Tata Play. The company has said that its business interests extend over Direct To Home services. Tata Play promises to make the lives of its customers by creating a seamless and interactive world.
“Tata Sky has leveraged its market position within its primary business area to establish an environment of content delivery, expanding into OTT and Broadband. We believe it’s the right time to create a brand image recognized with customers beyond the DTH service,” explained Harit Nagpal MD, and CEO of Tata Play.
In a further statement on the matter, he said, “I I am thankful to Tata Sons and The Walt Disney Company for their support of this venture that over time has grown to 23 million households and has made our platform for distribution of content an impressive competitor in the marketplace.”
At the heart of this rebranding process is the change of the company’s name to TataPlay-a broad and adaptable brand that will help accelerate the momentum of the business and facilitate further diversification into related businesses.
The brand’s new identity was launched, Harit Nagpal, MD&CEO of Tata, played. He further said, “I firmly believe that it’s one thing having content, but another thing entirely to make it easily accessible. Distribution allows content to be easily accessible to people of all ages and consumed and discussed. Our DTH business holds a substantial market share, and we’ll continue our efforts to increase the number of TV viewers in the world. Our Broadband service with 100% fiber connectivity provides incredible speeds. That’s why we changed its name to Tata Play Fiber.”
He also said, “In the last few years, OTT has become mainstream which led us to create an aggregator app called Tata PlayBinge – which today hosts content from 13 leading OTT apps through a single User Interface while offering Flexibility of single subscription and payment. We recently announced the Tata PlayBinge Combo Packs- an inventive bundled offering that, for the first time, is providing the best of broadcast channels and OTT apps in one integrated pack, making entertainment consumption further consumer-friendly. Today, we also welcome Netflix to our family. Plus, we are making service visits free for all customers starting today. Our de-active DTH customers can continue to recharge and get restarted on the platform with No reconnection charges. The name Tata Play thus signifies our expanded range of products and services. The new identity is an outcome of our desire to be future-ready while making tomorrow better than today for homes and families.”
The ethos behind the brand’s new identity, Anurag Kumar, Chief Communications Officer at Tata PlayLtd.,said, “The Tata Play brand name and play mark draws inspiration from”the “Tata” mark, strengthening the credibility, quality, and recognition of India’s most valuable brand. “Play” is the word that “Play” adds youthfulness, simplicity, and ease to a trusted brand. The brand’s colors, purple and pink, white and dark blue, are bright fresh and give the brand a distinct overall identity. Tata Play is a brand that promises Tata Play; we promise you fun, personalization, and Flexibility. We also promise Freedom Quality, Freedom Innovation, and Connection. With Tata Play, you Play Better. The entertainment is aurbhiJingalala.”
The new brand identity was developed by venture three London, while the advertising campaign was designed with the help of Ogilvy India. The brand’s unique identity is being promoted extensively throughout all channels starting today and will continue throughout the coming months. The heartthrobs of the nation Kareena Kapoor Khan and Saif Ali Khan were enlisted to advertise Tata Play in national markets, and superstars R Madhavan and Priyamani will be the main characters of the campaign in markets in South markets.